Zero-ending prices, cognitive convenience, and price rigidity

We assess the role of cognitive convenience in popularity and rigidity 0-ending prices settings. Studies show that are common at stores because transaction offer. Using large store-level retail CPI data, we find popular rigid even when they offer little convenience. corroborate these findings with two scanner price datasets from Dominick's Nielsen. In there more 0-endings items front-end candies category than any other category, though do not affect consumers' check-out transaction. addition, both Nielsen's datasets, have a positive effect on demand. Ruling out consumer antagonism retailers’ use heuristics pricing, conclude rigid, increase demand settings, only for their but also